There's more to recliners than price
By Larry Thomas -- Furniture Today, April 14, 2003
High Point — Despite light to moderate traffic in many showrooms, recliner manufacturers said introductions were well received by value-hungry dealers.
Producers said retail price points of $399 to $699 remain critical to the success of the category, as evidenced by the bevy of product rollouts in that niche. However, producers said dealers also shopped for styling and features that aren't found everywhere else.
"If you can blend unbelievable comfort and sharp styling, it will do well," said Cabot Longnecker, vice president of merchandising for recliners at Berkline. "It's not always an issue of price."
Leather and leather/vinyl covers were increasingly important — even at more promotional price points — as leather prices continue to fall and U.S. producers make increasing use of overseas cut-and-sew operations.
Berkline, for example, added several leather/vinyl models at $399 to $799 retail, while Lane had an all-leather glider/recliner at $799 and a fan-back recliner at $699 in leather/vinyl.
Category sales leader La-Z-Boy, making its first extensive use of cut-and-sew, featured all-leather recliners at $599 and $699.
"They were very well received," said Paula Hoyas, product manager for motion furniture. "We're using only top-grain leather. There are no splits."
From a style standpoint, traditional continued to dominate, but contemporary looks remained important, particularly on chairs with faux suede covers.
Klaussner, for example, had several contemporary offerings as part of its new line of high-leg chairs, while Best Chairs had a pair of chairs with casual contemporary styling at $399.
Inside the chair, recliner mechanisms play an important role since they can deliver unique features and benefits. Producers said mechanism features can help attract more male consumers, who tend to be more interested in how a reclining chair works, rather than how it looks.
Berkline, Lane, Catnapper and Barcalounger showed chairs with new mechanisms, while Best Chairs beefed up its traditional mechanism for a new large-scaled chair called The Beast.
Brian Lange, vice president of sales and marketing at Best Chairs, said the new chair, which is 50 inches high and 83 inches long in the full reclining position, can be used by someone weighing 400 pounds.
Catnapper's new mechanism, called Polaris, includes a steel rocker base and is linked to a steel seat box that will be incorporated into all the company's recliners within the next few months, said Don Hunter, vice president of merchandising.
Berkline's new mechanism will be used in the company's rocker/ recliners, while the Barcalounger mechanism allows many of its reclining chairs to also swivel and glide.
Plus, Barcalounger made a power reclining mechanism available on an additional 17 of its reclining chairs.
"Power is becoming more popular with younger and older customers," said Phil Cooper, vice president of merchandising. "The younger ones like the technology, and for the older consumers, it's easier for them to operate."
Producers said dealers at market also eagerly signed up for a number of promotional events. They said promotions will be especially important in the coming months since retail business has been less than robust recently.
"We're going to drive the business during the three key advertising periods — Memorial Day, Father's Day and the Fourth of July," said Bob Young, merchandise manager for recliners at Lane. "We want to smooth out the (sales) peaks and valleys we normally have during the summer months."
On the glider rocker front, producers also said traffic was light to moderate, but executives also expressed optimism that a number of new products would help stimulate business in the second half.
"We still are looking for a good second half," said Gene Gathagan, national sales manager at Brooks. "I think when the war is over ... there will be less fear and uncertainty about the economy."
Gathagan said Brooks had good success at market with a new line of wood glider rockers retailing for $399. Plus, many dealers opted for a new swivel base that adds about $100 to the retail tag.
At Towne Square, executives reported very positive reaction to a large-scale glider rocker retailing for about $499. The company believes it is the first large-scale glider on the market.
"It was one of our better selling chairs at market," said Brian Woolley, vice president of sales. "People loved the comfort and the design."
